Introducción de las plataformas tecnológicas 2.0 y la innovación abierta en la estrategia empresarial: estudio del sector de componentes electrónicos

Este proyecto se encuadra dentro de los estudios de impacto que están produciendo en las empresas el desarrollo e incorporación de las nuevas tecnologías, y más concretamente la implantación de las aplicaciones provenientes de la denominada web 2.0. Se conoce con este nombre a las herramientas web que permiten una comunicación bidireccional, es decir, el usuario y la empresa pueden intercambiar opiniones, de manera que el usuario adquiere un nuevo papel más protagonista, presentando ideas, aclaraciones, gustos, críticas...que son tenidas en cuenta por la empresa para realizar su actividad. De esta manera se ha roto con el modelo anterior donde el usuario solo podía consultar la información de una página web, era simple receptor de la información. El objetivo de este estudio es conocer cómo las empresas están incorporando estas tecnologías 2.0 a su estrategia empresarial, y cómo términos como innovación abierta o co-creación están tomando mayor importancia en el entorno empresarial gracias a estas nuevas tecnologías. Si bien existen estudios a nivel de consultoría que generalmente aportan información sobre cuáles son las plataformas 2.0 más utilizadas en el mundo empresarial, no se han encontrado hasta ahora estudios que vinculen estas plataformas entre ellas y con la estructura empresarial, para poder definir un perfil de la organización que trabaja con ellas o el nivel de madurez de la incorporación de estas tecnologías en las organizaciones. Analizar cualitativamente estos aspectos, significa estudiar los nuevos conceptos incorporados a las tecnologías 2.0 en la empresa. Un análisis cuantitativo nos llevaría a estudiar de manera práctica que tipo de recursos y en qué cantidad se están utilizando y su vinculación con la estructura de la organización. Para ello: En una primera parte, nos centraremos en las diferentes formas en las que se puede acceder a Internet, y a continuación enfocaremos el estudio en los dispositivos móviles que nos permiten la conexión desde cualquier lugar y en cualquier instante. Con esto conseguiremos tener una situación actual del mercado de las TIC y veremos cómo las empresas han ido construyendo nuevas políticas para cambiar su estrategia con el fin de estar presentes en los nuevos dispositivos móviles y no perder cuota de mercado. Tras ello, veremos porqué conceptos como el de innovación abierta y proceso de co-creación han sido posibles gracias a la implantación de las tecnologías 2.0 en el ámbito empresarial, facilitando que la empresa y el usuario final cooperen y vayan de la mano en una misma dirección; la empresa se surte de las aportaciones que los usuarios ofrecen, y por otra parte el usuario se siente valorado por la empresa para conseguir la meta final. Es aquí donde comprobaremos la transformación que ha sufrido la empresa en sus distintos sectores departamentales (marketing, ventas, recursos humanos y atención al cliente) como consecuencia de la incorporación de las herramientas 2.0 al mundo laboral. Por todo ello, se enumerarán los distintos usos que realizan las empresas de las redes social más habituales, y además se describirán las principales herramientas y/o aplicaciones para monitorizar las redes sociales que servirán a la empresa para hacer un seguimiento de las mismas. La segunda parte del proyecto será un caso práctico y servirá para ofrecer una visión más real del estado actual de las empresas y su relación con las redes sociales. Para la recopilación de los datos se han escogido las empresas que pertenecen al sector de la “Fabricación de productos informáticos, electrónicos y ópticos”. En cuento a las redes sociales elegidas, han sido Facebook y Twitter. Este estudio práctico nos hará entender mejor el impacto directo que tienen las redes sociales en la actividad diaria de las empresas. Finalmente se realizarán una serie de consideraciones a modo de directrices que servirán para tratar de entender cómo se están utilizando las redes sociales en el entorno empresarial y cuál puede ser la manera más óptima de utilizarlas según el estudio presentado. ABSTRACT. This project is part of the impact studies arisen in companies by the development and incorporation of new technologies and, specifically, by the implementation of applications from the so-called web 2.0. That is how we call the web tools that allow bidirectional communication, this is, user and company can exchange opinions, in such a way that users acquire a leading role, submitting ideas, explanations, preferences, criticism... considered by the company when performing its activities. This way, we have broken with the previous model, where users could only check information from a web page and were simple information recipients. The objective of this study is to get to know how companies are incorporating these technologies 2.0 to their business strategy and how terms such as open innovation or co-creation are becoming more important in the business sphere thanks to these new technologies. Even if there are consulting studies that generally provide information about which are the platforms 2.0 more used in the business world, no studies have been found until now that link such platforms among them and with the business structure, in order to define a profile of the organization that works with them or the level of development of the incorporation of these technologies in the organizations. A qualitative analysis of these aspects involves studying the new concepts incorporated to technologies 2.0 by companies. A qualitative analysis would lead us to study in a practical manner what kind of resources and what amount are being used and their relation with the organization structure. Therefore: First, we will focus on the different ways to gain access to the Internet and, afterwards, we will focus the study on mobile devices that allow us to be connected everywhere any time. This way, we will manage to obtain a present situation of the ICT market and we will see how companies have constructed new policies to change their strategy in order to be present in the new mobile devices without losing their market share. Later, we will review why concepts such as open innovation and co-creation process have been possible thanks to the implementation of technologies 2.0 in the business environment, facilitating that companies and final users cooperate and walk hand in hand in the same direction; companies stock up on the contributions offered by users and, on the other hand, users feel appreciated by companies in the achievement of the final goal. Here we will confirm the transformation suffering by companies in different department sectors (marketing, sales, human resources and customer service) as a result of the incorporation of tools 2.0 to the work environment. Therefore, we will enumerate the different uses that companies make of the most common social networks, describing the main tools and/or applications to monitor social networks used by companies to follow them up. The second part of the project will be a case study to offer a more real vision of the present status of companies and their relation with social networks. To collect the data, we have selected companies from the “Manufacture of computer, electronic and optical products” industry. The social networks chosen are Facebook and Twitter. This case study will help us to get a better understanding of the direct impact of social networks in companies’ daily activity. Finally, we will offer a series of considerations and guidelines to try to understand how are social networks being used in the business environment and what can be the most suitable manner to use them according to this study.

New QR Survey Methodologies to Analyze User Perception of Service Quality in Public Transport: The Experience of Madrid

Customer Satisfaction Surveys (CSS) have become an important tool for public transport planners, as improvements in the perceived quality of service lead to greater use of public transport and lower traffic pollution. Until now, Intelligent Transportation System (ITS) enhancements in public transport have traditionally included fleet management systems based on Automatic Vehicle Location (AVL) technologies, which can be used to optimize routing and scheduling, and to feed real-time information into passenger information channels. However, surveys of public transport users could also benefit from the new information technologies. As most customers carry their smartphones when traveling, Quick Response (QR) codes open up the possibility of conducting these surveys at a lower cost.This paper contributes to the limited existing literature by developing the analysis of QR codes applied to CSS in public transport and highlighting their importance in reducing the cost of data collection and processing. The added value of this research is that it provides the first assessment of a real case study in Madrid (Spain) using QR codes for this purpose. This pilot experience was part of a research project analyzing bus service quality in the same case study, so the QR code survey (155 valid questionnaires) was validated using a conventional face-to-face survey (520 valid questionnaires). The results show clearly that, after overcoming a few teething troubles, this QR code application will ultimately provide transport management with a useful tool to reduce survey costs

The effect of innovation on hotel market value

The purpose of this article is to analyze the effect of hotel innovations on firm value. Specifically, this study fills a research gap in the previous literature by examining this effect through market value and by distinguishing the potentially different impacts of distinct innovation types: product, process, organization and marketing. This research contributes to consolidating the empirical evidence of hotel innovation and performance by analyzing whether distinct types of innovation lead to different levels of results. The findings show that innovations are perceived to have a positive impact on the future sales of the company: in a four-day period (0,+3), there is an increase in stock exchange returns of 1.53%. In terms of innovation types, process and marketing innovations are found to have a higher positive effect on hotel market value than product and organization innovations; which is explained by potential cost differences among innovations.

How buildings visualise client and architect: The problem that today’s user is typically not the client

An article presented at the last ICAT- conference stated at the end that buildings at all times tend to picture the people who had them erected. This paper aims to show the correctness of that statement. To this end, it will examine a number of typical residential buildings dating from the beginning of the seventeenth century up to today, investigate who had the buildings erected, and relate that to the performance of the buildings. This relation analysis will mainly use the scale but also the degree of diversity in function and appearance as factors. Furthermore, using economic data and data on the buildings to identify patterns, it will investigate how size of the property and relative size of the capital interest behind the building has developed. Since the authors live in Copenhagen and Copenhagen is very typical in its historical development, buildings and environments in and around the centre of Copenhagen are used as examples.

The innovation value chain in new technology based firms:evidence from the UK

We present the first innovation value chain analysis for a representative sample of new technology based firms (NTBFs) in the UK. This involves determining which factors lead to the usage of different knowledge sources and the relationships that exist between those sources of knowledge; the effect that each knowledge source has on innovative activity; and how innovation outputs affect the performance of NTBFs. We find that internal and external knowledge sources are complementary for NTBFs, and that supply chain linkages have both a direct and indirect effect on innovation. NTBFs’ skill resources matter throughout the innovation value chain, being positively associated with external knowledge linkages and innovation success, and also having a direct effect on growth independent of the effect on innovation. Exporting matters for performance, but not through any effect on innovation.

An exploration of the determinants of innovation:the top management team, organisational climate and organisational learning

Some researchers argue that the top team, rather than the CEO, is a better predictor of an organisation’s fate (Finkelstein & Hambrick, 1996; Knight et al., 1999). However, others suggest that the importance of the top management team (TMT) composition literature is exaggerated (West & Schwenk, 1996). This has stimulated a need for further research on TMTs. While the importance of TMT is well documented in the innovation literature, the organisational environment also plays a key role in determining organisational outcomes. Therefore, the inclusion of both TMT characteristics and organisational variables (climate and organisational learning) in this study provides a more holistic picture of innovation. The research methodologies employed includes (i) interviews with TMT members in 35 Irish software companies (ii) a survey completed by managerial respondents and core workers in these companies (iii) in-depth interviews with TMT members from five companies. Data were gathered in two phases, time 1 (1998-2000) and time 2 (2003). The TMT played an important part in fostering innovation. However, it was a group process, rather than team demography, that was most strongly associated with innovation. Task reflexivity was an important predictor of innovation time 1, time 2). Only one measure of TMT diversity was associated with innovation - tenure diversity -in time 2 only. Organisational context played an important role in determining innovation. This was positively associated with innovation - but with one dimension of organisational learning only. The ability to share information (access to information) was not associated with innovation but the motivation to share information was (perceiving the sharing of information to be valuable). Innovative climate was also associated with innovation. This study suggests that this will lead to innovative outcomes if employees perceive the organisation to support risk, experimentation and other innovative behaviours.

A study of new product market search and user adoption

The research was carried out in the Aviation Division of Dunlop Limited and was initiated as a search for more diverse uses for carbon/carbon composites. An assumed communication model of adoption was refined by introducing the concept of a two way search after making cross industry comparisons of supplier and consumer behaviour. This research has examined methods of searching for new uses for advanced technology materials. Two broad approaches were adopted. First, a case history approach investigated materials that had been in a similar oosition to carbon/carbon to see how other material producing firms had tackled the problem. Second, a questionnaire survey among industrialists examined: the role and identity of material decision makers in different sized firms; the effectiveness of various information sources and channels; and the material adoption habits of different industries. The effectiveness of selected information channels was further studied by monitoring the response to publicity given to carbon/carbon. A flow chart has been developed from the results of this research which should help any material producing firm that is contemplating the introduction of a new material to the world market. Further benefit to our understanding of the innovation and adoption of new materials would accrue from work in the followino areas: "micro" type case histories; understanding more fully the role of product champions or promoters; investigating the phase difference between incremental and radical type innovations for materials; examining the relationship between the adoption rate of new materials and the advance of technology; studying the development of cost per unit function methods for material selection; and reviewing the benefits that economy of scale studies can have on material developments. These are all suggested areas for further work.

The formation and impact of hazard control policy:a study of the regulation of white lead paint in Britain

Government regulation of industrial hazards is examined in the context of the economic and technical processes of industrial development. Technical problems and costs of control are considered as factors in both the formation and impact of regulation. This thesis focuses on an historical case-study of the regulation of the hazard to painting workers from the use of lead pigments in paint. A regulatory strategy based on the prohibition of lead paints gained initial acceptance within the British state in 1911, but was subsequently rejected in favour of a strategy that allowed continued use of lead paint subject to hygiene precautions. The development of paint technology and its determinants, including concern about health hazards, are analysed, focusing on the innovation and diffusion into the paint industry of the major white pigments: white lead (PbC03 .PB(OH)2)and its substitutes. The process of regulatory development is examined, and the protracted and polarised regulatory d~bate contrasted to the prevailing 'consensual' methods of workplace regulation. The rejection of prohibition is analysed in terms of the different political and technical resources of those groups in conflict over this policy. This highlights the problems of consensus formation around such a strategy, and demonstrates certain constraints on state regulatory activity, particularly regarding industrial development. Member-states of the International Labour Organisation agreed to introduce partial prohibition of lead paint in 1921. Whether this was implemented is related to the economic importance of lead and non-lead metal and pigment industries to a nation. An analysis is made of the control of lead poisoning. The rate of control is related to the economic and technological trajectory of the regulated industry. Technical and organisational characteristics are considered as well as regulatory factors which range from voluntary compliance and informal pressures to direct legal requirements. The implications of this case-study for the analysis of the development and impacts of regulation are assessed.

The role of industrial design in technological innovation

This is an exploratory study in a field which previously was virtually unexplored. The aim is to identify, for the benefit of innovators, the influence of industrial design on the commercial success of new science-based products used for professional and industrial purposes. The study is a contribution to the theory of success and failure in industrial innovation. The study begins by defining the terminology. To place the investigation in context, there is then a review of past attempts by official policy-making bodies to improve the competitiveness of British products of manufacture through good design. To elucidate the meaning of good design, attempts to establish a coherent philosophy of style in British products of manufacture during the same period are also reviewed. Following these reviews, empirical evidence is presented to identify what actually takes place in successful firms when industrial design is allocated a role in the process of technological innovation. The evidence comprises seven case studies of new science-based products used for professional or industrial purposes which have received Design Council Awards. To facilitate an objective appraisal, evidence was obtained by conducting separate semi-structured interviews, the detail of which is described, with senior personnel in innovating firms, with industrial design consultants, and with professional users. The study suggests that the likelihood of commercial success in technological innovation is greater when the form, configuration, and the overall appearance of a new product, together with the detail which delineates them, are consciously and expertly controlled. Moreover, uncertainty in innovation is likely to be reduced if the appearance of a new product is consciously designed to facilitate recognition and comprehension. Industrial design is an especially significant factor when a firm innovates against a background of international competition and comparable levels of technological competence in rival firms. The likelihood of success in innovation is enhanced if design is allocated a role closely identified with the total needs of the user and discrete from the engineering function in company organisation. Recent government measures, initiated since this study began, are corroborative of the findings.

Human-computer interaction and innovation in handheld, mobile and wearable technologies

Handheld and mobile technologies have witnessed significant advances in functionality, leading to their widespread use as both business and social networking tools. Human-Computer Interaction and Innovation in Handheld, Mobile and Wearable Technologies reviews concepts relating to the design, development, evaluation, and application of mobile technologies. Studies on mobile user interfaces, mobile learning, and mobile commerce contribute to the growing body of knowledge on this expanding discipline.

Indigenous and foreign innovation efforts and drivers of technological upgrading:evidence from China

This paper explores the role of indigenous and foreign innovation efforts in technological upgrading in developing countries, taking into account sectoral specificities in technical change. Using a Chinese firm-level panel dataset covering 2001–05, the paper decomposes productivity growth into technical change and efficiency improvement and examines the impact of indigenous and foreign innovation efforts on these changes. Indigenous firms are found to be the leading force on the technological frontier in the low- and medium-technology industries, while foreign-invested firms enjoy a clear lead in the high-technology sector. Collective indigenous R&D activities at the industry level are found to be the major driver of technology upgrading of indigenous firms that push out the technology frontier. While foreign investment appears to contribute to static industry capabilities, R&D activities of foreign-invested firms have exerted a significant negative effect on the technical change of local firms over the sample period.

Green innovation management in the automotive industry

Online case studies. Managing Innovation is an established, bestselling text for MBA, MSc and advanced undergraduate courses on management of technology, innovation management and entrepreneurship. It is also used widely by managers in both the service and manufacturing sectors. Now in its fourth edition, Managing Innovation has been fully revised and updated based on extensive user feedback to incorporate the latest findings and techniques in innovation management. The authors have included a new and more explicit innovation model, which is used throughout the book and have introduced two new features – Research Notes and Views from the Front Line – to incorporate more real life case material into the book. The strong evidence–based and practical approach makes this a must–read for anyone studying or working within innovation. An extensive website accompanies this text at www.managing–innovation.com. Readers can browse an online database of audio and video clips, as well as case study material, interactive exercises and tools for innovation, whilst lecturers can find additional support material including instructor slides and teaching guides and tips. "Tidd and Bessant's text has become a standard for students and practitioners of innovation. They offer a lively account on innovation management full of interesting and new examples, but one that at the same is rigorously anchored in what we have learned over the last thirty years on how to manage that ultimate business challenge of renewing products, processes, and business models. Those who want to innovate must read this book." — Professor Arnoud De Meyer, Director, Judge Business School, University of Cambridge, UK "Innovation matters and this book by two leaders in the field which is clear and practical as well as rigorous should be essential reading for all seeking to study or to become involved in innovation." — Chris Voss, Professor of Operations and Technology Management, London Business School "...comprehensive and comprehensible compendium on the management of innovation. It is very well organized and very well presented. A pedagogic tool that will work at multiple levels for those wishing to gain deeper insights into some of the most challenging and important management issues of the day." — David J. Teece, Thomas W. Tusher Professor in Global Business, Haas School of Business, University of California, Berkeley, USA "Those of us who teach in the field of Innovation Management were delighted when the first edition of this book appeared 11 years ago. The field had long been in need of such a comprehensive and integrated empirically–based work. The fact that this is now the 4th edition is clear testimony to the value of its contribution. We are deeply indebted to the authors for their dedication and diligence in providing us with this updated and expanded volume." — Thomas J. Allen,Howard W. Johnson Professor of Management, MIT Sloan School of Management, USA.

User Perceptions of Privacy and Security on the Web

This paper describes an online survey that was conducted to explore typical Internet users' awareness and knowledge of specific technologies that relate to their security and privacy when using a Web browser to access the Internet. The survey was conducted using an anonymous, online questionnaire. Over a four month period, 237 individuals completed the questionnaire. Respondents were predominately Canadian, with substantial numbers from the United Kingdom and the United States. Important findings include evidence that users have tried to educate themselves regarding their online security and privacy, but with limited success; different interpretations of the term "secure Web site" can lead to very different levels of trust in a site; respondents strongly expressed their skepticism about privacy policies, but nevertheless believe that sites can be trusted to respect their stated policies; and users may confuse browser cookies with other types of data stored locally by browsers, leading to inappropriate conclusions about the risks they present.

Majestic Gamification:a case study in the adoption of a service innovation

Purpose: A case study is presented concerning a gamified awards system designed to encourage software users to explore a suite of tools, and to share their expertise level in profile pages. Majestic is a high-tech business based in the West Midlands (UK) w hich offers a Link Intelligence database using a Software as a Service (SaaS) business model. Customers leverage the database for tasks including Search Engine Optimisation (SEO) by using a suite of web-based tools. Getting to know all the tools and how they can be deployed to good effect represents a considerable learning challenge, and Majestic were aware that. Design/methodology/approach: We present the development of Majestic Awards as a case study highlighting the most important design decisions. Then we reflect on the development process as an example of innovation adoption, thereby identifying resources and cu ltura l factors which were critical in ensuring the success of the project. Findings: The gamified awards system makes learning the tools an enjoyable, explorative experience. Success factors included identifying a clear business goal, the process/ project f it, senior management buy in, and identifying the knowledge and resources to resolve t echnical issues. Originality/value: Prior to gamification of the system, only the most expert users regu larly utilized all the tools. The user base is now more knowl edgable about the system and some users choose to use the system to publicize their expertise.

Az információterjedés szerepe az innováció-elfogadásban. Az okostelefonok és az on-line kollektív intelligencia (Role of informationspread in the innovation acceptance: the smart phones and the online collective intelligence)

A tanulmány célja az innováció-terjedés marketingvonzatú irodalmának bemutatása, valamint betekintés az exploratív tartalomelemzés módszerével az informális, kollektív intelligenciát generáló on-line felületek, nevesül a blogok és fórumok kutathatóságába. Az okostelefonok innováció-elfogadásának példáján keresztül a szerzők megpróbálják felderíteni az információterjedés elméletének megvalósulását az elemzett felületeken. Bemutatnak három, a mintára jellemző információterjedési és felvett szerep mintát, melyek alapul szolgálhatnak a további célirányú kutatások számára. / === / Adaptive smart phones that give space for user-added functions create active online discussions. Committed users are ready to share information, advise others, while less expert users seek this information. In their paper the authors show that related user-generated content i.e. blogs and bulletin boards provide a rich data source for analysis, which gives them the opportunity to further elaborate on the diffusion of information in the case of smart phone usage among online Hungarian users. Online collective intelligence may well contribute to the diffusion of innovations through diffusing information. Following a thorough review on the literature on the diffusion of innovations, in their exploratory content analysis, they found two categories of users on the analyzed boards: a first group we dubbed "experts" (corresponding to innovators in Bass's typology) that made a special effort trying to solve particular problems thus contributing to collective intelligence, thus reducing (among others) the perceived complexity of these phones and adding to their trialability, both factors influencing users' innovation acceptance, and a second group, "simple users" (or imitators in Bass's typology), uninterested in product innovation, still asking questions and searching for solutions concerning extant technology. Manufacturers do not seem yet to regard these boards as a source of valuable data, even though these clearly serve as an important pool of information and a growing factor of decision for their potential customers.